Where to use your lead magnet
Who doesn’t need a lead magnet?
We talk a lot about the importance of having a powerful lead magnet.
But one of the questions I hear a lot is: “Where should I promote to make it the most effective?”
Here are some of the most effective places to capture a potential customer’s attention and move them to action:
On your website
Create a Landing Page
Landing pages generally stand on their own – they’re not accessible through your main website navigation.
Instead, they are essentially a mini-website focused on a single topic.
Lead-generating landing pages are one of the most proven ways to build your list. They are pages whose sole purpose is to accomplish one action: drive a customer to sign up.
Website widget (side bar)
If someone is on your home page, chances are they’ve heard of you and they are curious about what you have to offer.
They want to find out one thing: how you can help them.
You can build on that curiosity and authority by asking the visitor for their email address right away.
Placing a small banner in your sidebar will allow the visitor to see your lead magnet offer on every page they visit.
Create a popup
A popup is a window that appears in the foreground of your web page.
They can be a full page takeover, a mid-screen popup, or a top bar.
Some people think they are annoying, but they really work. You don’t have a lot of room to work with in a popup, but you want people to understand what you offer.
A great headline, a short description (benefits and features), and a call to action are what you need in your popup.
On your blog
On your blog, you build relationship and establish trust with your reader.
Put a banner linked to your lead magnet anywhere in the blog post (where it’s relevant!). If it’s not, place a sign up-form at the end of the post, and tell them to subscribe and why.
Through your product
If business cards are the highest-volume marketing communication you distribute, than invoices and receipts are likely the second highest.
Do you mail or provide invoices to your customers? An invoice is a direct mail piece addressed directly to your customers.
When you send out an invoice, do you only list the products or services sold and the price, or do you include your lead magnet offer? Do you recommend your lead magnet and provide the call to action how they can sign up?
It’s a very effective marketing tool, but it’s one that most businesses overlook.
- Sign-up form during the checkout process
If you have an eCommerce store, you have another opportunity to ask for email addresses (and to promote your lead magnet) in the checkout process.
They already know you, trust you, and are currently making a purchase. Chances are that they would also like to know about your lead magnet offer.
In the shipping box
If you ship products, it’s a great opportunity to build your email list at no cost!
Put a flyer with your lead magnet, a short description, and a CTA with a web address where they can sign up and subscribe.
- Post a link in your Skype status
This is easy, takes 2 seconds to do, and once it’s there, you don’t have to maintain it.
Post a link to your landing page, along with a call to action with a value proposition in your Skype status.
If you use Skype with your partners, this can capture some of them that you likely wouldn’t have gotten in front of otherwise.
- Include it in your social media bios
What’s in your bio now? Do you describe who you are and what you are doing?
Maybe promote your products? Or the benefit that it provides for the customer?
Place your lead magnet call to action in your bio, and people will not only you, they will follow your brand.
In your Facebook cover image
Your Facebook page’s cover image is another opportunity for a call to action to your lead magnet.
Simply replace the image you’re currently using with a call to action to join your list. Remember to keep the URL short and simple so your followers can easily type it into their browsers.
YouTube video CTA
Include your link in the description of every video.
- Use it in your email signature
Replace your boring email signature (if you have one) with a call to action telling people to sign up for your email list.
- Add an auto-generated reply message
Set up a vacation autoresponder to automatically respond to emails with a short description of your lead magnet and a link back to your landing page. You don’t even have to be on vacation to use this!
Host a webinar
Webinars are a great way to build your email list and get new subscribers. In your webinar, give them some valuable information, talk about your lead magnet, and ask them to subscribe. Record your webinar and use it later as an opt-in offer.
Write a kindle book
It doesn’t have to be 600 pages! A document of 100-300 pages is plenty to generate interest and offer value.
Place your lead magnet in it, and ask people to subscribe (place the lead magnet offer somewhere in the book where it’s relevant, or at the beginning or end of the book).
Not only are you waiving the price, but you (should) also have social proof like reviews and sales to strengthen your message and show the value!
Send out a direct mail piece or flyer to your subscribers’ mailing address (if you know it), or to your existing customers and talk about your lead magnet.
Include a call to action, provide a web address that is easy to type in the browser, and give it a go!